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Luxury Hotels Company and Consumers : Report

   

Added on  2020-01-15

13 Pages4758 Words163 Views
LUXURY HOTELSCOMPANY ANDCONSUMERS
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ABSTRACT In the present business environment, social media provides an important platformthrough which different companies are able to establish direct relationship and communicationwith consumers and target audience. It plays an important role in promotion of wide range ofproduct and services. The present investigation is carried out to Assess Different Challengesand Tensions of Social Media Which are Addressed by Luxury Hotels Company andConsumers. In this regard, it has been found that hotel organization is facing several issues inthe from of negative marketing, leakage of confidential data, time consuming, etc.
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TABLE OF CONTENTSintroduction......................................................................................................................................4Literature review and analysis ......................................................................................................4CONCLUSION .............................................................................................................................11Reference ......................................................................................................................................12
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INTRODUCTIONThe increase in number of internet user along with social media has developed a newera of digital and social media marketing. In the present business environment, socialnetworking sites such as Facebook and Twitter have provided a dynamic platform throughwhich companies are able to establish direct relationship and communication with consumersand target audience. It plays an important role in promotion of wide range of product andservices. Furthermore, these online networking tools also help companies to assess views andfeedback of consumers about different products and services which have been consumed byconsumers (Jobber and Ellis-Chadwick, 2012). On the basis of this information, management isable to make improvement in quality of different products and services that are having directimpact on quality and goodwill along with brand loyalty of consumer. The present investigationis aimed to Assess Different Challenges and Tensions of Social Media Which areAddressed by Luxury Hotels Company and Consumers. In this process, Hilton Hotels andResorts which is global chain of luxury hotels has been taken as an organization to examinenegative impact of social media on hospitality business. The rationale behind selection of thistopic is that hotel organizations like Hilton Hotels are facing various issues and challengesduring the use of social media as an promotional tools through which company can establishdirect communication with consumers. In the contrary, some negative aspects of social mediahave hampered brand value and goodwill of company along with trust of consumers. Therefore,present study is going to examine the different aspects of social media that are acting aschallenges for hotel organization. LITERATURE REVIEW AND ANALYSIS As per the research of Hollensen (2015) it has been found that social media is identifiedas a strong force for hospitality industry that influences management of hospitality business formanaging the technological and communication strategies that have been adopted bycompanies as per the distinct business requirement. Further evaluation of views of differentauthor has found two sides to the use of social networking. Firstly, it is termed as valuable andmost effective tool to collect consumer feedback through which business entity is able to attractnew customers and keep current customers by building strong and effective customerrelationships with consumers of luxury that plays important role in strengthen the loyalty to thebrand (Duggan and Brenner, 2013). However, improper use of social networking sites havegreat potential in order to destroy consumers’ faith along with the market value of the brand ofhospitality firms. 4
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